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Digital marketing for the practice

A project of IMC marketing students for the Austrian Hoteliers Association (ÖHV)

In the course "Digital Marketing" the first semester students of the Master programme “Marketing” learn the planning and implementation of a search engine advertising campaign with Google Ads. The ÖHV was won as a project partner so that the students can put what they have learned into practice for a "real" customer and with a real budget.

Vier Studierende arbeiten gemeinsam an einem Laptop

The practical cooperation is a win-win situation for both sides: Students and companies.

Target agreements and proper budgets

Oliver Wolf from ÖHV assigned the campaign goals to the students as part of the course. The budget of US$ 10,000 per month is provided by the "Google Ad Grants Program". Google Ad Grants enable non-for-profits, NGOs, and limited liability companies to increase their visibility, be found by potential target groups, and achieve their goals. The defined campaign goals range from increasing page views and brand awareness to registrations for newsletters and training offers, to achieving topic leadership in various areas. The campaigns start on 01.11. 2021 and have a duration of 6 weeks. 

“The practical cooperation with representatives from the business world is a win-win situation for both the clients and the students of the Master degree programme in Marketing”, programme director Christian Maurer is convinced.


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